The course aims to develop advanced skills in designing and evaluating data visualizations for marketing applications. Students will learn how to transform complex data into clear, effective, and responsible visual representations, with particular attention to data integrity, interactivity, and strategic communication. The goal is to prepare professionals capable of selecting and building visualizations tailored to real-world decision-making contexts.

Knowledge and understanding: The course will provide the latest concepts, techniques, and tools to develop the ability to accurately and effectively illustrate data. Through the use of real-world marketing examples, students will learn how to extract, simplify, and communicate meaningful insights from raw data using modern data visualization tools. They will understand how to choose the most appropriate visual format depending on both the data type and the target audience. Applying knowledge and understanding: At the end of the course, the student is expected to: • Understand the principles of effective data representation (e.g., how to encode variables, use perceptual cues, design for clarity) • Analyze and critique visualizations based on their purpose and audience • Use modern visualization tools (e.g., TABLEAU, Power BI, KNIME) to design compelling data stories • Apply foundational principles of interaction design to create interactive web-based visualizations Making judgements: Students will develop strategic thinking about how to best visualize marketing data to simplify complexity while emphasizing key messages. They will also be able to recognize when visualizations distract, confuse, or mislead, and suggest improved alternatives to better represent the same information. Communication skills: Students will practice storytelling through data, learning to select the right visual strategies to communicate clearly and persuasively across diverse audiences. Communication will be fostered through class discussions, structured critique, and collaborative group work. Learning skills: The course will equip students with both conceptual and technical tools to independently explore data, identify trends and outliers, and derive strategic insights. By mastering visualization platforms, they will enhance their ability to extract value from data and support more informed decision-making in a marketing context.

- Foundations of data visualization in marketing - Visual perception, attention design, and communication clarity - Ethics, human-centered design, and data humanism - Data cleaning, reduction, and structuring - Visualization of multivariate, geographic, and network data - Visual storytelling and web-first design - Interactive dashboards - Funnel analysis, campaign performance, and customer behavior

Lecture notes, research papers and course material will be made avaible on the e-learning platform.

The course consists of lectures complemented by practical lab sessions and group project works.

Individual assessment during course - 1/3 of the final grade Final individual exam + project discussion - 2/3 of the final grade

To discuss with the professor.